Заголовок | The Live Fish Pack |
Агентство | Y&R Warsaw |
Кампания | The Live Fish Pack |
Рекламодатель | Mila |
Бренд | Mila |
Дата первой трансляции/Публикации | 2016 / 4 |
Бизнес сектор | Замороженная рыба и морепродукты |
История | Through today’s technology, frozen fish can actually be better quality than “fresh fish.” New processes in the fishing industry have allowed fish to be frozen straight from the boat within hours of being caught – preserving the taste, texture and nutritional benefits – compared to fish sold at “fresh markets,” which often has a week or more long journey to store shelves, and a long decaying process. However, many people don’t know or think about this, and have prejudice to include frozen fish in their diet. So, to communicate the freshness of its frozen fish range, the supermarket Mila decided to make an experiment with its clients. The challenge: how do you show the freshness of a frozen fish and to help change the consumer’s perception? Solution: by giving life to its packs! And, this is exactly how “The Live Fish Pack” was born. Using animated techniques, Y&R Poland, Jack the Maker and Raymond together developed a special set of packs that behaved like fresh catches. The packs were connected by wifi with a proximity sensor, shaking and jumping on the freezers, surprising consumers who approached the frozen food section. The activation was broadcasted on a specific website, where people could see the store in real time and activate the three “live packs” – Dorada, Mackerel and Tilapia – to prank the clients. Using its pack as a media, Mila showed that its frozen fish range is surprisingly fresh! |
Тип медиа | На открытом воздухе / вне дома |
Длина | |
Исполнительный креативный директор | Luis Tauffer |
Копирайтер | Luis Tauffer |
Арт-директор | Tomaz Wozniak |
Арт-директор | Piotr Jakubowski |
Копирайтер | Michal Konert |
Специалист по работе с заказчиками | Paula Gurgul |
Веб-разработчик | Adam Karpowicz |
Управляющий партнер | Romek Lubczynski |
Управляющий партнер | Grzegorz Sierzputowski |
Технический разработчик | Jack the Maker |
EVP, Global Director of Creative Operations | Paul Schulman |
Руководитель производства | Piotr Owsianka |
Продюсер агентства | Agnieszka Fatek |
Продюсер печати | Rafal Pawela |
DTP | Darek Kurnikowski |
Video Director | Piotr Janowski |
Сценограф | Paulina Szpila |
Фотограф | Katarzyna Hryciow |
Продакшн Студия | Mniam TV |
Послепроизводственный этап | Badi Badi |
PR-агентство | Przemek Staniszewski |
Продюсер агентства | Michał Zamencki |
Продюсер агентства | Jan Deluga |
Редактор | Jan Taras |
Редактор | Ziemowit Jaworski |
Редактор | Stephan Stefanski |
Фотограф | Anna Loskiewicz |
Фотограф | Jacek Kolodziejski |
Главный креативный директор | Jaime Mandelbaum |
Оператор-постановщик | Sebastian Kniza |
Оператор-постановщик | Lukasz Gutt |